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Tennis Club Website Redesign & Optimization
Christian Schmitt
Tennis Club Website Redesign & Optimization
The BEFORE
Website Hero
A client approached me with an outdated website that struggled to deliver on performance, accessibility, and SEO. The design did not reflect their brand values, and visitors often dropped off before converting. My task was to rebuild and optimize the site to improve speed, usability, and visibility in search engines.
Challenges (Before)
The previous website faced several issues:
Slow loading times (LCP above 5s, poor Core Web Vitals scores)
Cluttered design with inconsistent branding
Non-responsive layout, especially problematic on mobile devices
Missing accessibility basics (no alt texts, poor contrast, missing ARIA labels)
Weak SEO foundation (unclear headings, missing meta data, no structured data)
Complex CMS setup that made it hard for the client to update content
My Approach
Audit & Strategy
Conducted a technical SEO audit and performance analysis.
Benchmarked Core Web Vitals and usability metrics.
Identified key pages with the highest impact for redesign.
Design & Development
Rebuilt the site in Webflow with a focus on modular, clean design.
Implemented responsive layouts for mobile, tablet, and desktop.
Created a consistent visual system aligned with the brand identity.
Performance Optimization
Minimized CSS and JavaScript, and deferred non-critical scripts.
Optimized fonts with preload and subsetting.
Used Cloudflare for caching, image optimization, and DNS performance.
Accessibility Improvements
Added alt-texts for all images.
Implemented ARIA labels for navigation and interactive elements.
Ensured color contrast met WCAG 2.2 standards.
Enabled keyboard navigation and focus indicators.
SEO & Content Enhancements
Reorganized headings (H1–H3) for clarity and relevance.
Added meta titles, descriptions, and Open Graph tags.
Implemented structured data (FAQ, Breadcrumbs, Organization).
Built a blog section to target long-tail keywords.
Results (After)
The improvements delivered measurable results:
Page load time reduced from 5.2s → 1.3s
Core Web Vitals: LCP and CLS within Google’s green thresholds
Bounce rate decreased by 28% within the first month
Organic traffic grew by +42% in 3 months due to better SEO structure
Accessibility score increased from 65 → 98 (Lighthouse)
Client can now easily edit and publish content through Webflow CMS
What my client said:
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Posted Aug 22, 2025
Redesigned and optimized Tennis Muri's website for better performance and SEO.
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Timeline
Aug 4, 2025 - Aug 21, 2025
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